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The assignment: Puma and Maybelline came together for a groundbreaking collaboration between athleisure and makeup. The assignment was to create a campaign and overarching idea to integrate these two seemingly different worlds, in digital, print and experiential campaigns.
The solve: It was a fun challenge to create a singular campaign that attempted to bridge the worlds of sports and makeup—two industries that are typically viewed as polar opposites. After immersing myself in both separate brands and worlds, I found the very true insight that women have blindly been told that makeup and athleticism are not to be mixed, as they represent two different ‘types’ of females. But in a world where we’re constantly rethinking old rules and making way for new, individual ideologies, why are we holding onto to this idea that endorphins and eyeliner are never allowed to mix? From this insight, I created the overarching campaign statement “Makeup Game Strong”. We decided on Adrianna Lima to be the face of the film, digital and print assets, as her real life love of daily boxing and running parallels with her love of makeup and fashion. We show our whole Maybelline x Puma cast taking on the ‘urban jungle workout’ that is NYC.
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